Sports Marketing: Creating Long Term Value

Thông tin sách: Sports Marketing: Creating Long Term Value (Hardcover, 416 trang) – Edward Elgar Publishing, 2013. Ngôn ngữ: Tiếng Anh.

Written in an accessible and succinct style, the textbook illustrates key themes with clear graphics and relevant real-world examples. It discusses significant elements of marketing theory and the latest practices to allow undergraduate and graduate students to understand both traditional and more recent sports marketing practices.

Sports Marketing explores the latest sports marketing business practices, helping marketers make effective management and marketing investment decisions. This comprehensive textbook discusses relevant marketing theory and related practices within sports marketing. Each theme will:

• Define key sports marketing ingredients
• Provide mini-case examples of various sports around the world
• Offer end-of-chapter questions and exercises designed to affirm key topics and stimulate the reader's thinking, and
• Describe measures of the various sports marketing activities.

This textbook will prove an essential companion to students on marketing, business and various sport courses at an undergraduate and postgraduate level.

Contents: Introduction 1. Sports Marketing Value Chain: Roles and Interdependencies 2. The Sports Marketing Context 3. Sports Histories and Sports Fans 4. Fans - Delivering Value through Deep Relationships 5. Association Benefits of Sports Marketing 6. Sports Marketing Measures 7. Sports Marketing Strategy and Activation Planning 8. The Sports Marketing Fusion 9. Sports Marketing Touchpoints and Customer Journeys 10. Sports Marketing - Leadership and Organizations 11. Traditional Advertising 12. Social and Digital Advertising 13. Sports Marketing Revenues 14. Sponsorship and Event Management 15. Licensing and Merchandising Index

Editorial Reviews Review ‘This delightful book provides the strategic and thoughtful guidance to succeed in the increasingly important field of sports marketing. Everyone from beginner to seasoned pro should appreciate the fresh, well-written approach to organizing essential knowledge on sports marketing, especially the global perspective and the vivid cases.’ -- Lynn R. Kahle, University of Oregon, US

‘After reading this text by Davis and Hilbert, students will be knowledgeable about and better equipped in implementing marketing concepts and action plans in the international sport industry. With its global orientation, Sports Marketing uses an international approach to help students understand sport marketing fundamentals, benefits, measures, analyses, approaches, tactical activities, and action-oriented strategies. Students will find the detailed chapter case studies from around the world quite useful in applying the material covered in the chapters.’ -- Paul M. Pedersen, Indiana University, US About the Author John A. Davis, Executive Director, Duke Corporate Education, Singapore and Jessica Zutz Hilbert, University of Oregon, US